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Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?
Journal of Retailing and Consumer Services ; : 103411, 2023.
Article in English | ScienceDirect | ID: covidwho-2313311
ABSTRACT
The COVID-19 outbreak has led to drastic changes in influential media for purchasing decisions. Which media have been used more frequently after COVID-19? Do these changes differ between product types? To provide insights into these questions, we analyzed 12,000 respondents between 2018 and 2021. The results show that the influence of word-of-mouth on purchase decisions decreased after COVID-19, while the influence of social media advertising increased. We also find that the influence is moderated by product type;for example, video advertising, a subset of social media advertising shows a higher influence for search goods than for experience goods.
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Full text: Available Collection: Databases of international organizations Database: ScienceDirect Language: English Journal: Journal of Retailing and Consumer Services Year: 2023 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: ScienceDirect Language: English Journal: Journal of Retailing and Consumer Services Year: 2023 Document Type: Article